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By appealing to customers' short- and long-term needs, dealers can both build value and drive
customer loyalty through the service drive. When looking at your dealership's winterization
packages, shift your focus from "selling" to "serving" your community.
Consider offering a robust, multi-point inspection that includes
items customers see every day in the winter, like wiper blades,
fluids and battery checks, as well as expanded vehicle safety
items critical for the season. Including items like Winter Auto
Survival Kits from the Red Cross in bulk are another way to
dramatically build value in your package to drive long term
customer loyalty – without breaking the bank.
Customers, especially in 2020, may not feel they're in need of
such a robust process. By arming your team with predictive
analytics and advanced marketing tools, your service department
is better able to understand and meet your customers' unique
needs and preferences based on previous interactions. These
insights help set the stage for your service staff to start the "How
much longer do you plan on driving this car?" discussions with
owners that can trigger sales outreach either onsite or through
follow-up marketing.
Stay in Constant and Consistent Contact
Modern dealerships have found success using predictive marketing technology to get the right
messaging in front of the right service customers at the right time. These tools analyze data from
your CRM, DMS and sales platform to identify which customers are predicted to be ready for
service – as well as the timing and format they are most likely to positively respond to.
Engaging with potential service customers by meeting them where they are in their life and needs,
rather than hoping that same person eventually discovers your dealership on their own, is critical
for dealerships to maintain customer loyalty and boost retention efforts.
Mastermind data finds those who service their vehicle at the dealership are 2.5x more likely to
purchase their subsequent vehicle from that same retailer versus those who did not. Consider
additional ways to continue building your customer relationships even after their service visit
through automated marketing touchpoints such as maintenance text message reminders.
Interested in learning how Market EyeQ can empower your dealership to improve its service and
retention efforts? Contact us for a free demo.
automotiveMastermind
DEALERS WHO MARKET WITH MARKET EYEQ INCREASE THEIR RETENTION
SALES UP TO 15% AND REDUCE THEIR COST-PER-SALE BY UP TO 80%.
MORE THAN 40%
OF AUTO SERVICE
SHOPPERS NEED
REACTIVE VS.
ROUTINE SERVICE.
Google/Critical Mix
